Creating a digital legacy – maximising in memory giving

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Raising money for charity is a great way to remember a loved one, but with the trend overtaking the giving of flowers as a way of showing respect, are charities are missing an opportunity to maximise donations? In this presentation we cover:
• How charities can work with Funeral Directors to move more funeral giving online to increase efficiency and income
• Exlusive insights on people fundraising in memory of someone. We explain why and how you can look after these highly motivated individuals, with some best practice examples from the charity sector

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Creating a digital legacy – maximising in memory giving

  1. 1. Creating a digital legacy – maximising in memory giving Elizabeth Kessick, Head of Insight @JustGiving @Izabel_blue IoF National Convention 2014
  2. 2. What we’re going to cover today What is in memory fundraising on JustGiving? Who’s using it? Who are they remembering? What activities are people doing in memory? What is their relationship with their charity? How we can best serve these fundraisers?
  3. 3. In memory fundraising has grown 141% since 2010
  4. 4. What is in memory fundraising?
  5. 5. The collection page
  6. 6. Funeral directors are using it too Justgiving.com/ funeraldirectors
  7. 7. Who’s fundraising? More women (64%) than men (36%) Slightly older people than average More high value people than average
  8. 8. Age of death of person being remembered 5% 5% 3% 8% 18% 35% 15% 12% 0 1 to 10 11 to 18 19 to 30 31 to 50 51 to 70 71 to 80 81+ Average: 53 years Median: 58 years
  9. 9. Who are they remembering? Brother or sister 5% Colleague 2% Friend 14% Grandchild 8% Grandparent 8% Husband or wife 3% NotSet/Blank 9%Other 6% Other family member 11% Parent 12% Partner 1% Son or daughter 21% Mainly family connections
  10. 10. Time between 2013 death & page creation (in months) 1.77 1.15 2.62 overall memorials sporting
  11. 11. What are they doing to remember? 5% 5% 12% 29% 36% Other events Cycling Walks Running / marathons Memorials
  12. 12. And how did they share the page? 1% 3% 4% 10% 13% 14% 26% 30% 38% 55% 57% 63% 71% Google + messaged people via LinkedIn LinkedIn news feed order of service letters WhatsApp Twitter phone text messaged people via Facebook email face to face Facebook news feed
  13. 13. Top events for in memory fundraising
  14. 14. 4% 58% 26% 4% 8% supported this charity during their lifetime suffered from a medical condition related to this charity had a direct experience of this charity towards their end of life (eg. hospices, nurses, etc.) This charity reflected the interests and passions of the person I was remembering benefited directly from this charity's work during his or her lifetime How did fundraisers choose the charity to support?
  15. 15. And what are the causes that they support most? 1% 1% 2% 3% 3% 6% 14% 14% 16% 27% International activities Mental Health and Crisis Intervention Research Civic and Advocacy Organizations Grant-making foundations Social Services Hospitals and Rehabilitation Other Health Services Nursing Homes Medical Research
  16. 16. Thank in memory fundraisers sooner rather than later
  17. 17. Keep the connection going 2% 12% 12% 13% 21% 24% 27% 31% 33% 40% 43% 67% wouldn't support regular annual donation regular monthly donation donation in will annual donation based on date joining mailing list non-cash donation Volunteering Following on social media Fundraising (non-sporting) Sharing information on social media Fundraising (sporting)
  18. 18. 98% of in memory fundraisers would support their charity again
  19. 19. What fundraisers say... ”I felt it was a great way to create a positive out of a truly awful time and we were really pleased that people showed they cared. It showed us my mum was loved by others too.”
  20. 20. What fundraisers say... “The family and friends really appreciated a visible and meaningful alternative to giving flowers in memory. Much better to have a tangible way of donating than just putting money in an envelope or writing a cheque. It was also a great opportunity to tell a story about my relative and her experience of dementia and the staff that supported her.”
  21. 21. What’s important going forward? That it’s easy to find the in memory page (84%) That people can make donations to the page via their mobile devices (77%) That the web address of the page is easy to remember and share (74%) That people can make donations to the page via SMS (66%) That the page owner can edit and manage the page using a mobile device (59%)
  22. 22. Direct donations in memory
  23. 23. Digital in memory – best practice
  24. 24. What to remember.... • More people are using digital technology to raise money in memory of someone close to them • In memory fundraisers want to be thanked • In memory fundraisers are likely to support your charity again • Facebook is the main way in memory pages are shared • Mobile options are important • Make it easy for your supporters by adding information and examples to your website and communications
  25. 25. Thank you! Elizabeth Kessick @Izabel_blue blog.justgiving.com

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